Creating a truly bland tone of voice is a high-wire act — too bland and it’s dull; not bland enough and it jars like dad-dancing. The copywriting tightrope seems to be:

affable — but not overbearing
upbeat — but not unrealistic
casual — but not careless
pure — but not pious
cheeky — but not annoying
sincere — but not earnest

As a result, certain bland catchphrases are endlessly recycled: “attention to detail,” “timeless craftsmanship,” “thoughtfully sourced,” “simple and seasonal,” “chef-crafted,” “everyday essentials,” “a membership designed around you,” “join our community,” “fits in to your busy life,” “we make it easy,” “we’re passionate about,” “we’re obsessed with,” “we never settle,” “tireless dedication to quality.”

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